Emirates Integrated Telecommunications Company (EITC) trading as Du, launched their second mobile brand ‘Virgin Mobile UAE’ on September 5 2017 with rival operator, Etisalat, also launching of their second mobile brand, Swyp, just two days later (September 7 2017).
Both operators are seeking to diversify their offerings aimed at the underserved millennial market by offering data-centric packages through their secondary brands, providing benefits like zero-rated data for social media, interchangeable SMS and voice minutes, discounts at restaurants and access to nationwide WiFi hotspots across each of the Emirates.